Unveiling the Flavorful Brew: Analyzing the Asymmetric Effects of Smart Coffee Vending Machines

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dc.contributor.authorSuwannakul, Ekkarat
dc.contributor.authorSangpikul, Aswin
dc.contributor.authorFakfare, Pipatpong
dc.date.accessioned2026-08-06T10:48:08Z
dc.date.available2026-08-06T10:48:08Z
dc.date.issued2025-01-01
dc.description.abstractThis research has a twofold purpose within the domain of smart coffee vending machines. First, it seeks to validate the fundamental service dimensions and attributes associated with these machines. Second, it investigates how service attributes symmetrically and asymmetrically influence customers’ overall satisfaction when adopting smart coffee vending machines, by utilizing impact–range performance analysis (IRPA) and impact asymmetry analysis (IAA) as analytical tools. The findings reveal that smart coffee vending machines possess multiple attributes that exert both symmetric and asymmetric effects on customer satisfaction on coffee consumption. The application of IRPA and IAA enables scholars and practitioners to categorize these attributes into five distinct groups: frustrator, dissatisfier, hybrid, satisfier, and delighter. In addition, the study suggests that out of seven underlying factors, coffee quality and interactive experiences have the two largest number of attributes that could potentially lead to high dissatisfaction in coffee-vending machine consumption. Academic and practical implications of these results are thoroughly discussed.
dc.identifier.citationJournal of Quality Assurance in Hospitality and Tourism, 2025
dc.identifier.doi10.1080/1528008X.2025.2458678
dc.identifier.issn1528008X
dc.identifier.other2-s2.0-85216626841
dc.identifier.urihttps://dspace.kmitl.ac.th/handle/123456789/16164
dc.sourceJournal of Quality Assurance in Hospitality and Tourism
dc.subjectCoffee vending machine
dc.subjectcustomer satisfaction
dc.subjectIAA
dc.subjectIRPA
dc.subjectservice automation
dc.subjectthree-factor theory
dc.titleUnveiling the Flavorful Brew: Analyzing the Asymmetric Effects of Smart Coffee Vending Machines
dc.typeArticle

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